Account Based Marketing

Indian School of Business (ISB)

Indian School of Business (ISB)

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Finance

Finance is an integral and most important component of any business, so everyone needs to improve their competence in this area. Finance courses will ...

Read more about Information Technology

Information technology is at the heart of any process connected to utilizing computers and communication systems. It is a quite broad term that is use...

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

Who should attend

The programme is designed for mid and senior level managers in the sales, marketing, digital strategy, analytics, and organisational transformation roles in B2B oriented organisations. It is also suitable for senior managers in leadership and CXO roles who are charged with leading the organisational transition towards ABM. Finally, the programme is also suited for consultants who advice B2B clients on sales, marketing, and digital strategies.

About the course

Account-Based Marketing (ABM) is a critical approach to business markets in the new paradigm. In a challenging economic landscape, B2B-focused organisations must learn how to extract added value from these accounts. The ability to reliably deliver powerful strategies that fuel growth for key accounts at times of economic instability turn you into a preferred growth partner.

ABM helps you align the sales and marketing functions, and to achieve top-line and bottom-line targets. Firms that have transitioned to the ABM model have seen multi-fold growth in their average contract values and dramatic improvements in their return on marketing investments.

This interactive programme will help you understand the principles of ABM and get a first-hand experience with the tools, frameworks, and methods to be able to successfully implement it in your organisation. Using live examples, case studies, a simulation, and a project, you will learn how to seamlessly transition your organisation to ABM with minimal internal disruption.

How does this Live Virtual programme help?

Our Executive education redesigned for a radically different world. This programme blends the discipline of the on-campus experience that ISB is renowned for with our global faculty and advanced curriculum. You will gain immediately applicable advanced skills, relevant for the uncertain times we live in.

LIVE Virtual Classrooms

Experience a new way of immersive learning through group discussions, case reviews, peer networking and engaging dialogues.

Certificate

Gain an official certificate of completion, awarded by the Centre for Executive Education at ISB, a prestigious B-School ranked among the best in the world.

Research-Based Teaching

Learn at India’s most researchproductive B-School. Gain from the advanced, up-to-date research being conducted by world-class faculty at ISB.

Alumni network

Expand your network with ISB’s 40,000+ high-performing alumni community. Join this group of senior executives and entrepreneurs spread across the entire world.

Adaptable

Learn how to deliver added value to all partners and stakeholders while you juggle the new work-life balance from the safety of your home.

Real-world application

Learn real-world skills that you can immediately apply to initiate transformation at your organisation, giving it a distinct advantage over competitors.

Benefits

  • Appreciate the strategic imperative for Account-Based Marketing in a B2B context
  • Understand the limitations of a sales funnel-based approach
  • Raise your awareness of the relationship between ABM and seamless customer journeys
  • Learn how to gain efficiencies from a focused customer selection approach
  • Understand how to integrate marketing, sales, and digital strategy
  • Transform the organisation internally to derive the greatest benefit from ABM

Programme Structure

  • Current state of B2B Marketing
  • Account Based Marketing and Flipping the Funnel
  • The ABM Process and Content Matrix
  • The ABM Tools, Technology Stack ,and Success Metrics
  • Organising for ABM
  • Brands, ABM, And Custom Value Proposition
  • ABM In Action: Live Demonstration + Simulation
  • Debriefing of Simulation
  • Rolling out ABM
  • Panel Discussion Closure And Valediction Feedback

Experts

Piyush Kumar

Piyush Kumar is Associate Professor, Department of Marketing and is a Ph D (Marketing) from Purdue University. He has won many Teaching awards and held key editorial positions in leading journals.

DVR Seshadri

Professor DVR Seshadri has taught at various IIMs and frequently held CEO positions at businesses of all sizes. An expert in B2B Marketing, Innovation and Entrepreneurship and Intrapreneurship, he is associated with major corporate houses like the Tata Group and L&T. He has taught on MBA, EMB...

Videos and materials

Account Based Marketing at Indian School of Business (ISB)

This course has no confirmed dates in the future. Subscribe to be notified when it is offered.


Something went wrong. We're trying to fix this error.

Thank you

Someone from the Coursalytics team will be in touch with you soon.

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Finance

During Finance courses, you will get acquainted with a huge number of financial analyst tools and learn how to work with them. So, you will learn how to make and analyze financial reporting, calculate the main financial indicators of the company and ...

Read more about Information Technology

A large part of the courses provides basic information so the students are not required to have any IT qualifications before enrolling. Most of the IT learning programs are also broken down into specific areas of interest, such as systems analysis, a...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.